Online Searches Precipitate Offline Buying
I think it's easy for online marketers to forget that many customers search for product and pricing information online, then go down to the local mall or department store to actually make the purchase. Too impatient to wait for it to ship, I guess.
MediaPost Reports:
A recently released comScore research study confirms the importance of search influence of offline buying. 63 percent of searchers completed a purchase in offline retail stores following their search activity, while 25 percent of searchers purchased an item directly related to their query, with more than 1/3 of them buying online. The study reflects the searching behavior of 83 million Americans who conducted more than 552 million searches in 2005 in the categories analyzed using one or more of the 24 leading search engines.
Also,
More than 80 percent of buyer conversions occurred offline in categories such as Consumer Electronics, Toys & Hobbies, Video Games and Consoles, and Music/Movies/Videos.
And
This study found that more than half of consumers' online holiday buying actually happened in subsequent Internet sessions, clearly demonstrating the strong latent impact of search.
Cool.
Check out the press release from ComScore for more info.
MediaPost Reports:
A recently released comScore research study confirms the importance of search influence of offline buying. 63 percent of searchers completed a purchase in offline retail stores following their search activity, while 25 percent of searchers purchased an item directly related to their query, with more than 1/3 of them buying online. The study reflects the searching behavior of 83 million Americans who conducted more than 552 million searches in 2005 in the categories analyzed using one or more of the 24 leading search engines.
Also,
More than 80 percent of buyer conversions occurred offline in categories such as Consumer Electronics, Toys & Hobbies, Video Games and Consoles, and Music/Movies/Videos.
And
This study found that more than half of consumers' online holiday buying actually happened in subsequent Internet sessions, clearly demonstrating the strong latent impact of search.
Cool.
Check out the press release from ComScore for more info.
posted by Dave @ 6:16 PM
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